One of the early warning signs of low conversion rates is question marks floating above visitors’ heads. A great way to create question marks in people’s minds is when a page does not match the promise of the link they clicked.

One of the fundamental rules of marketing is that “a confused mind always says no.” Most websites have so many buttons, so many calls to action, and so many menus leading to hundreds of different pages that the only thing the website really does well is to confuse people.

Once you’ve identified a drop-off step in your transactional funnel, you should ask yourself where the problem is: Where are visitors coming from who arrive on this transactional page? What could they have been expecting to see here? What information could they have been looking for? Is there anything on this page that could have stopped them from